A properly formatted postcard can make the difference between a hugely successful campaign and a complete flop. It’s the difference between your message landing in eager hands or getting lost in the daily shuffle of 425 million pieces of mail processed by the U.S. Postal Service.
Mastering postcard formatting is a delicate dance between creativity and compliance – where even a small misstep can cost you dearly.
This guide is your compass in the sometimes confusing world of postcard design. Whether you’re a seasoned marketer or new to direct mail, we’ll navigate the essentials of postcard formatting, demystify the differences between standard and oversized postcards, and reveal common pitfalls to avoid.
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When it comes to postcard layouts, flexibility is key. It’s vital to start with the right template, says Carly Brown, customer support manager at Click2Mail.
“You’d want to start with the USPS automation-approved template, based on the fact that your address is going to be in one space and a certain distance from the rest of the postcard,” she says. “They need to know it’s going to hit the OCR (optical character readers) equipment and be readable.”
Click2Mail provides six different format options, each designed to optimize the placement of your content in relation to the address area. These templates ensure that your postcards qualify for postal discounts while allowing you to customize the arrangement of your message and graphics. For a comprehensive overview, check out our direct mail formats guide.
Key Elements of a Properly Formatted Postcard
A well-formatted postcard balances design aesthetics with postal requirements. Here are the essential components to consider:
Address Placement: The recipient’s address must be positioned correctly to meet USPS regulations. This typically means maintaining a clear space at a specific distance from the postcard edges. Good addressing is critical for successful mail delivery.
Content Arrangement: Your message and graphics should be strategically placed to avoid overlapping with the address area. “The last thing you want to do is design your postcard and realize your best info and graphics are sitting where the address is printed,” Carly says.
Call to Action (CTA): Include a clear CTA, such as a phone number or website. As Carly notes, “Sometimes people forget to include that – this age of clicking to get through has addled people’s brains when it comes to the CTA.” Having an effective response device is essential for campaign success.
OCR Readability: Ensure that the address is easily readable by Optical Character Recognition (OCR) equipment to qualify for automation discounts. The Intelligent Mail Barcode also plays a crucial role in modern mail processing.
Standard vs. Oversized Postcards
When choosing between standard and oversized postcards, it’s important to understand how formatting requirements differ:
Size Considerations: Standard postcards are typically smaller and have stricter size limits. Oversized postcards offer more space for your message but may have different postal rates.
Design Adaptation: While the basic principles of address placement and clear zones remain consistent, you’ll need to adapt your design to the different dimensions. This might involve adjusting the layout of your content or resizing graphics to fit the chosen postcard format effectively. For large format mailings, consider Every Door Direct Mail (EDDM) options.
Simplify Your Postcard Formatting with Click2Mail
Now that you understand the importance of proper postcard formatting, it’s time to put your knowledge into action. But why struggle with complex design software or worry about meeting postal regulations when Click2Mail can make the entire process effortless?
Why Choose Click2Mail for Your Postcard Formatting Needs?
USPS-Approved Templates: Start with pre-designed layouts that ensure your postcards meet all postal regulations right from the start.
User-Friendly Interface: Our intuitive design tools make it easy to create stunning postcards, even if you’re not a design expert. The DIY revolution in direct mail marketing has made this more accessible than ever.
Multiple Layout Options: Choose from multiple formats to find the perfect arrangement for your content and address placement.
Automatic Compliance: Our system ensures your design meets USPS requirements, so you never have to worry about undeliverable mail or extra costs. Bulk address validation is also available to improve delivery rates.
Flexible Sizing: Easily switch between standard and oversized postcard options, with our system automatically adjusting formatting requirements.
No Minimum Orders: Test different designs without committing to large volumes.
Take the Hassle Out of Postcard Formatting Today
Visit Click2Mail.com: Explore our range of postcard templates and design options.
Choose Your Template: Select from our USPS-approved layouts that best fit your message.
Customize Your Design: Use our easy-to-use tools to add your content, images, and branding.
Review and Approve: Our system will automatically check for compliance with postal regulations.
Print and Mail: Let us handle the printing and mailing, ensuring your perfectly formatted postcards reach their destination.
Don’t let the complexities of postcard formatting hold you back from creating impactful direct mail campaigns. With Click2Mail, you can focus on crafting your message while we take care of the technical details.
About Lee
Lee Garvey is the founder of Click2Mail, a pioneering platform in cloud-based direct mail automation since 2003. Under his leadership, Click2Mail has become a trusted USPS partner, helping thousands of businesses streamline their mailing processes and effectively bridge the gap between digital and physical marketing.
When it comes to online mailing, there are a few myths that need busting. Let’s tackle them head-on.
The Cost Conundrum
Many people assume that online mailing services come with hefty fees, especially for small batches, says Carly Brown, customer support manager at Click2Mail.
“People always think it’s going to cost a lot of money,” she says. “If someone only has 50 postcards to send, they assume there will be lots of fees. But we don’t have any of that. You only pay for what you mail.”
In reality, online mailing can be significantly more cost-effective than traditional methods, especially when you factor in the hidden costs of DIY mailing. For businesses concerned about costs, it’s helpful to learn about the hidden costs of poor mailing lists and how to optimize your budget.
The Complexity Myth
Another prevalent misconception is that online mailing is complicated. In fact, the process has been streamlined to be user-friendly and intuitive, even for those who aren’t tech-savvy. There are a plethora of free online services that allow you to create striking direct mail pieces, and then all you need to do is upload your design and your contact list to a direct mail service like Click2Mail. This is part of the growing DIY revolution in direct mail marketing.
Traditional Mailing vs. Online Mailing: A Day in the Life
Let’s compare a typical day of traditional mailing to the online mailing process:
Traditional Mailing:
Design your mailpiece (1-2 hours)
Print your documents (1-3 hours, depending on quantity)
Purchase envelopes and stamps (30 minutes)
Stuff envelopes and apply postage (1-2 hours)
Drive to the post office (30 minutes)
Wait in line (15-45 minutes)
Mail your items (5 minutes)
Total time: 4-9 hours
Online Mailing:
Upload or create your design (15-30 minutes)
Upload your mailing list (5 minutes)
Select your mailing options (5 minutes)
Review and approve (5 minutes)
Pay and send (2 minutes)
Total time: Less than an hour
The difference is clear: online mailing can save you hours of valuable time and eliminate the need for supplies and trips to the post office. This is why many businesses are downsizing their in-house mailroom operations in favor of online services.
Not only that, you’ll spend far less money – you can send glossy postcards with your own design to a contact list of 50 people for only about $30-35 in many cases.
Getting Started: What You Need
Before you embark on your online mailing journey, make sure you have these essentials:
A document to mail: This can be a letter, postcard, brochure, or any other type of mailpiece. For help choosing the right format, check out our direct mail formats guide.
A mailing list: A compilation of addresses for your recipients (don’t worry, we’ll discuss an alternative option later). Understanding why bulk address validation is vital can help ensure delivery success.
Access to an online mailing service: Choose a reputable provider that offers the features you need.
With these three elements in hand, you’re ready to start sending mail online!
Step-by-Step Guide to Sending Mail Online
Now, let’s walk through the process of sending mail online:
Step 1: Choose Your Mailing Service
Select an online mailing service that offers a user-friendly interface, competitive pricing, and the features you need. Look for providers that integrate with popular design tools and customer relationship management (CRM) systems for added convenience. Yes, there are services that allow you to automatically send direct mail straight through your CRM – we’ll get to that shortly.
Step 2: Create or Upload Your Document
You have two options here:
a) Upload an existing document
b) Create a new design using the service’s built-in tools or templates
Many online mailing services offer integrations with popular design tools like Canva or Adobe Express, allowing you to create professional-looking mailpieces without graphic design experience. At Click2Mail, our system goes even further: we accept any valid PDF, no matter what design or composition tool you used to create it.
Step 3: Prepare Your Mailing List
Upload your mailing list in a compatible format (usually CSV or Excel). If you’re targeting a specific local area, some services offer an Every Door Direct Mail (EDDM) option, which we’ll discuss in more detail later. Learning how to easily segment your mailing list can significantly improve your results.
Step 4: Select Your Mailing Options
Choose your mailing preferences, such as:
Mail class (First-Class, Standard, etc.)
Paper type and weight
Color options (black and white or full color)
Mailing date
Step 5: Review and Approve
Carefully review your mailpiece and mailing list. Most services provide a digital proof for you to check before printing.
Step 6: Pay and Send
Once you’re satisfied with everything, proceed to payment. Remember, you typically only pay for the pieces you’re mailing – no hidden fees or minimum quantities.
By following these steps, you can transform your mailing process from a day-long ordeal into a streamlined task that takes less than an hour. Plus, with the right online mailing service, you can automate recurring mailings, track your campaigns, and even integrate with your existing business software for a truly seamless experience.
Advanced Features and Options
Once you’ve mastered the basics of online mailing, it’s time to explore some advanced features that can take your direct mail campaigns to the next level.
Every Door Direct Mail (EDDM)
EDDM is a game-changer for local businesses. This service allows you to target specific carrier routes without needing a mailing list.
“With EDDM, you can mail a document to a carrier route which negates need for mailing list,” Carly says. “If you had a restaurant or something and it was perfect for everyone in the neighborhood, you can just use EDDM. That’s a pretty big innovation for some people.”
EDDM is perfect for businesses like:
Restaurants
Local service providers
Retail stores
Community organizations
Keep in mind it’s not as good of an option for, say, a landscaping service, since it will go to people who live in apartments. It just depends on your business.
Design Assistance
Gone are the days when you needed to be a graphic designer to create professional-looking mailpieces. Many online mailing services offer:
Pre-made templates: Choose from a variety of designs tailored to different industries and purposes.
Integration with design tools: “People think it’s going to be hard to design the mailpiece,” Carly says. “That’s not true anymore either because of Canva and that Adobe thing. You can get free or very cheap template graphic art that looks really professional.”
Custom design services: Some providers offer professional design services for a polished, unique look.
Tips for Successful Online Mailing Campaigns
To make the most of your online mailing efforts:
Segment your audience: Use data to target specific groups within your mailing list. Demographic-targeted direct mail can significantly improve response rates.
Test different designs: Use A/B testing to determine which designs resonate best with your audience.
Track your results: Take advantage of tracking features to measure the success of your campaigns. Direct mail tracking can help increase sales.
Combine with digital efforts: Use QR codes or personalized URLs (PURLs) to bridge your print and digital marketing. Multi-channel marketing is increasingly important for success.
Take the First Step: Try Your First Online Mailing Campaign with Click2Mail
Now that you’ve seen how easy and effective online mailing can be, it’s time to take action. Why not start with a simple campaign to experience the benefits firsthand?
Design your first mailpiece using our easy templates
Upload your mailing list
Send your first campaign
Looking Ahead: Streamline Your Process with Click2Mail’s Connect
Once you’ve experienced the ease of online mailing with Click2Mail, you might be wondering how to make it even more efficient. That’s where Click2Mail Connect comes in.
For businesses ready to take their direct mail to the next level, Click2Mail’s Connect offers:
Seamless integration with your existing CRM
Automated mailing campaigns
Real-time tracking and reporting
Personalized communications at scale
When you’re ready to supercharge your direct mail efforts, Click2Mail’s Connect will be there to help you save even more time and boost your ROI.
About Lee
Lee Garvey is the founder of Click2Mail, a pioneering platform in cloud-based direct mail automation since 2003. Under his leadership, Click2Mail has become a trusted USPS partner, helping thousands of businesses streamline their mailing processes and effectively bridge the gap between digital and physical marketing.
